Transcript of "You've Created a Social Media Campaign-Now What?"

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You’ve Created a Social Media Campaign — Now What? Measuring the success of social media

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Who is Really Using Social Media? <ul><li>75% of college students </li></ul><ul><li>60% of the wealthy </li></ul><ul><li>Facebook’s fastest growing demographic is 50+, followed by 41-45 year olds </li></ul><ul><li>The average Twitter user is 31 </li></ul><ul><li>YouTube’s audience is a perfect representation of the Internet population </li></ul>

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Determine Distribution Plan <ul><li>Earn your way into distribution </li></ul><ul><li>Avoid word “Free” </li></ul><ul><li>Look for specialized networks or “celebrity” bloggers that don’t often get pitched </li></ul><ul><li>Rate the value of each participant and determine the pitch </li></ul>

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Spiderfly <ul><li>Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate volume, demographics, tonality and velocity of social media? </li></ul><ul><li>Internet Marketing Team: How do I diagnose key social media and search metrics for my website and my competitors’ sites? </li></ul><ul><li>Public Relations: What is my real time blogger buzz, and how does that benchmark against my historical performance and competitors? </li></ul><ul><li>CEO: Just give me one number! </li></ul>

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Case Study #4– National Council (non-profit) <ul><li>A national organization representing mental and behavioral health </li></ul><ul><li>Goals around media coverage, awareness and membership recruitment and retention </li></ul><ul><li>Partnering with internal team and other partners </li></ul>

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Case Study #4 – Media Relations/Awareness <ul><li>The campaign generated a large volume of traffic looking for sources </li></ul><ul><li>A media alert was drafted and posted on The National Council Web site, and sent to traditional media </li></ul>

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Case Study #4 – Online Programs Drive Traditional Media Coverage <ul><li>When The National Council built a presence on SecondLife, we pitched it to bloggers </li></ul><ul><li>Posted to online newswires </li></ul><ul><li>Communicated via social networks </li></ul><ul><li>All while the public relations group pitched to traditional media </li></ul>

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Take Aways <ul><li>Listening is more important than talking </li></ul><ul><li>Don’t think about numbers for the sake of numbers, correlate numbers to business objectives </li></ul><ul><li>Influence the influencers </li></ul><ul><li>Join the conversation; remember it’s a dialogue, not a monologue! </li></ul>